Developing an effective marketing plan requires time and expertise. Use this simple outline developed by Sagefrog Marketing Group to get started on creating a successful marketing plan that both meets and exceeds your marketing goals.

1. EXECUTIVE SUMMARY
A brief overview of the proposed plan for
management.
MARKETING SITUATION ANALYSIS
Relevant background data on the market situation,
product, competition, distribution, and market trends.
• Market Situation. Defines market size, growth
and key segments
• Product Situation. Provides sales, profit, trends,
cost-of-goods-sold (COGS), spend, and distribution
history by product
• Competitive Situation. Major competitors’ size,
share, strategies, spending, and comparisons
• Distribution Situation. Distribution channel and
its relative importance in terms of percent of total
sales, volume, distribution costs, growth potential,
and competitive status
• Target Market Situation. End users in demographic,
psychographic, and lifestyle terms; actionable
information such as buyer wants, needs, attitudes,
perceptions; and segment growth or decline
• Macro-market Situation. Demographic, economic,
technological, political, social, and cultural trends
that have a direct impact on the company
SWOT ANALYSIS
Internal Strengths and Weaknesses; external
Opportunities and Threats; plus issues facing the
organization and an opportunity analysis (filter down
market ‘universe’ to your segment market share).
MARKETING OBJECTIVES
The goals of the plan including sales, market share,
and profit. Marketing objectives may include sales
revenue, sales volume, market awareness, distribution
channels, and average price. Financial objectives
may include gross sales, COGS, gross margin, net
profit, cash flow, and Return-On-Investment (ROI).
MARKETING STRATEGY
The approach to how the marketing objectives
will be achieved. Description of target markets,
segments and customers, and product lines.
The 4Ps of Marketing: Positioning, Pricing,
Placement (distribution and sales channels),
and Promotions; plus research and development
and market research plans.
MARKETING PROGRAMS
The details of what will be done, who will do it,
when it will be done, and how much it will cost.
This includes a marketing budget and calendar.
PROJECTED PROFIT-AND-LOSS STATEMENT
The expected financial outcomes of the plan.
MARKETING ANALYTICS
Metrics used to monitor and measure the
performance of the plan. May include Google
Analytics, website, email, PR, SEO, SEM, social
media, and event performance reports. Based
on analysis, adjustments can be made to
optimize performance and increase ROI.
Strategic Marketing Plan Outline
Developing an effective marketing plan requires time and expertise.
Below is a simple outline to help get you started.
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Please contact us if you think that you can use some professional marketing help.
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